Nikon Electronic Imaging

In 1996, Nikon launched a new division to take advantage of the emerging markets for digital cameras and film scanners.  Given the growing application of imagery in the PC market, Nikon felt that their knowledge of optical technology made this a natural extension of their business.  As with most new technology divisions, Nikon's new Electronic Imaging Group found themselves short of the time and resources necessary to maintain both long and short term focus.  To help balance some of these issues, Nikon retained Genesis Strategies in early 1998 to conduct a market analysis.  The study focused primarily on the competitive landscape and the emerging channels of the digital camera market and helped Nikon to focus its marketing and distribution plans.  The details of the study and the balance of the engagement remain confidential.